IDEAS home Printed from
MyIDEAS: Login to save this article or follow this journal

Us And Thai Advertising: A Cross Cultural Analysis

  • Victoria SEITZ


    (California State University, San Bernardino)

  • Nabil RAZZOUK


    (California State University, San Bernardino)

  • Pasinee KAEWMESRI

    (California State University, San Bernardino)

Registered author(s):

    With the Internet, international marketing has taken on a whole new meaning; however, the decision to standardize or adapt advertising messages remains a perplexing one for marketers around the world. Therefore, the purpose of this study was to determine the degree of standardized advertising in print advertisement across different cultures. Content analysis was used to measure the degree of standardization in print advertisement for self-image projective products. The sample consisted of 63 advertisements from Elle magazine (U.S. and Thai editions) in specific categories of product including perfume, women’s apparel, cosmetics, jewelry and accessories. Results affirm the assertion that no one global strategy fits all nations and all product categories equally. Brand managers should standardize where possible, and customize when necessary to manifest a more local taste and meaning and continue to exercise vigilance in their communication strategies in foreign markets to ensure the best results for their brands.

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.

    File URL:,V,Razzouk,N,Kaewmesri,P-US%20AND%20THAI%20ADVERTISING_A%20CROSS%20CULTURAL%20ANALYSIS.pdf
    Download Restriction: no

    Article provided by Alexandru Ioan Cuza University, Faculty of Economics and Business Administration in its journal Review of Economic and Business Studies.

    Volume (Year): (2011)
    Issue (Month): 7 (May)
    Pages: 93-105

    in new window

    Handle: RePEc:aic:revebs:y:2011:i:7:seitzv
    Contact details of provider: Postal: Universitatea Al. I. Cuza; B-dul Carol I nr. 22; Iasi
    Phone: 004 0232 201070
    Fax: 004 0232 217000
    Web page:

    More information through EDIRC

    References listed on IDEAS
    Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:

    as in new window
    1. S Tamer Cavusgil & Shaoming Zou & G M Naidu, 1993. "Product and Promoting Adaptation in Export Ventures: An Empirical Investigation," Journal of International Business Studies, Palgrave Macmillan, vol. 24(3), pages 479-506, September.
    Full references (including those not matched with items on IDEAS)

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    When requesting a correction, please mention this item's handle: RePEc:aic:revebs:y:2011:i:7:seitzv. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Sireteanu Napoleon-Alexandru)

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    This information is provided to you by IDEAS at the Research Division of the Federal Reserve Bank of St. Louis using RePEc data.